Solutions · B2B
Connect months of anonymous visits to the lead who finally raised a hand.
For B2B teams with long sales cycles: link anonymous activity to known leads, score them by transparent rules, and follow the lifecycle to customer.
Challenges
What makes B2B hard to measure.
Anonymous visits that never connect
Weeks of research disappear when the form is finally submitted.
Scores nobody trusts
Lead scores need traceable rules to earn sales’ trust.
Credit across many touches
One channel rarely deserves all the credit for an eight-touch journey.
Signals to collect
- martech.identify calls at form submit or sign-in
- Versioned lead scoring rules and per-event score history
- Lifecycle stage transitions
- Multi-session, multi-channel journeys
Intelligence available
- Lead scoring with a per-event audit trail
- Lifecycle from New to Customer, forward-only for automated changes
- Identity graph across visits
- Attribution under five models
Scope. Consent settings are enforced: when a site requires consent, linking anonymous visitors to leads is skipped until consent is given.
Workflow
A typical week.
Call identify when a visitor becomes known
Score by versioned rules
Review lifecycle transitions
Compare attribution models across long journeys
Outcomes
- Leads with a traceable “why”
- One conversion counted once, however often it is marked
- A defensible view of multi-touch credit
Relevant capabilities
Where to go next.
See what is moving your numbers.
Install one tracking snippet and start reading your own data. Or ask for a walkthrough first.